June 2016 City of Vaughan Older Adult Recreation Strategy

June 2016 City of Vaughan Older Adult Recreation Strategy Leisureplan I n t e r n at i o n a l I n c. vaughan.ca/recreation

TABLE OF CONTENTS CONTENTS Page Number INTRODUCTION 1 SECTION A: OLDER ADULT AGE GROUP DEMOGRAPHIC AND RECREATION SERVICE PROVISION TRENDS 4 1.0 Profile of the Older Adult Age Group 4 SECTION B: ASSESSMENT OF THE OLDER ADULT RECREATION PROGRAM AND ACTIVITY DELIVERY SYSTEM 18 2.0 The Future Planning and Delivery of Municipal Recreation Programs and Activities to the Older Adult Age Group in Vaughan 18 SECTION C: PLANNING AND PROVISION OF MUNICIPAL COMMUNITY CENTRE FACILITIES TO SUPPORT OLDER ADULT RECREATION PARTICIPATION 44 3.0 Planning and Provision of Municipal Community Facilities to Support Participation in Recreation Programs and Activities by the Older Adult Age Group 44 SECTION D: GENERAL MUNICIPAL SERVICE PLANNING AND PROVISION CONSIDERATIONS 57 4.0 General Strategy Provisions 57 SECTION E: RECOMMENDED STRATEGIES AND ACTIONS 62 The Older Adult Recreation Service Delivery System 63 The Future Planning and Provision of Municipal Community Facilities to Support Recreation Service Delivery to the Older Adult Age Group 73 General Strategy Provisions: Alignment with City Initiatives, Policies and Plans 77 SECTION F: IMPLEMENTATION 83

INTRODUCTION This report presents the Older Adult Recreation Strategy and associated recommendations to guide the future planning and provision of municipal recreation services to the older adult age group in Vaughan. A synopsis of the analysis and research undertaken during the preparation of the Older Adult Recreation Strategy is also presented. The purpose of the Older Adult Recreation Strategy as stated in the "Terms of Reference" for the research was to recommend a set of strategies to guide the planning and provision of municipal recreation services to the older adult age group and to: "Research, develop, design and produce an updated, fiscally responsible and sustainable Older Adult Strategy for the City of Vaughan. The Strategy will draw on leading ideas in municipal program delivery as well as business and agencies servicing this demographic. A strong focus of the Strategy will be to provide a vision, recommendations and general direction to position the City to respond to the changing recreation needs of older adults". City of Vaughan recreation service provision defines the older adult age group in a number of ways. The Older Adult Clubs policy defines older adults as residents 60 years and older and Recreation Services department directly provides recreation programs for the "60+" age group. Municipal documents also use the terms older adult and senior interchangeably. The preparation of the Older Adult Recreation Strategy used the age group comprised of those adults "55 years of age and older" to represent the older adult age group. STRATEGY DEVELOPMENT PROCESS The City of Vaughan retained the consulting firm of LeisurePlan International Inc. to prepare the Strategy based upon an approved research methodology. The research process used to prepare the Older Adult Recreation Strategy included: a demographic profile of the older adult age group and analysis of demographic trends a review of socio-economic research and trends associated with the older adult age group an analysis of research concerning emerging older adult market segments and relevant trends including changing program/activity and facility preferences, service expectations, etc. an inventory and evaluation of existing municipal policies and procedures relevant to the focus of the research (including user fee policies, use of municipal facilities and parks, etc.) an inventory of existing municipal programs provided by the City to the older adult age group an assessment of participation and enrolment data for City provided programs and activities an inventory and assessment of community based organizations and groups in Vaughan that specifically serve the older adult age group a survey of older adult recreation service providers including the City, affiliated Older Adult Clubs, social service agencies and private older adult residences/nursing homes an inventory and assessment of the current approaches to older adult recreation service planning and delivery among the individual municipalities of York Region (Aurora, East Gwillimbury, Georgina, King, Markham, Newmarket, Richmond Hill, and Whitchurch-Stouffville) LeisurePlan International Inc. Page 1

a review and assessment of the current approaches to the planning and delivery of municipal services to the older adult age group in 5 comparable Ontario municipalities including Brampton, Waterloo, Mississauga, Oakville and Kitchener an evaluation of the current municipal service planning and delivery approaches and level of service provision provided in Vaughan an assessment and evaluation of options and alternatives for the planning and delivery of municipal recreation services to the older adult age group the development of a recommended strategic approach for the planning and delivery of municipal recreation services to the older adult age group The Strategy development process included a series of consultation activities. A survey of older adult recreation service providers in the city involved representatives of the City, affiliated Older Adult Clubs, S.A.V.I, older adult residents, social service agencies and private older adult residences/nursing homes. Interviews were conducted with appropriate municipal staff and elected officials (municipal Council), representatives of Vaughan Public Libraries, social service agencies, private nursing homes and residences, selected adult recreation organizations, representatives of the Region of York and each member municipality, and municipal representatives of the municipalities of Brampton, Oakville, Mississauga, Kitchener and Waterloo. A series of five Background Reports were prepared as part of the research; each documents the results of specific research activities: Background Report #1: Profile of Older Adult Demographic and Recreational Trends This report presents a review and analysis of: the demographic profile of the older adult population of Vaughan compared to those of Canada, Ontario and the Region of York; societal trends that are projected to shape the future size and characteristic of the older adult population; and a review of recent trends and research associated with older adults recreation activity participation, generational values and opinions influencing recreation behavior and preferences; and municipal recreation service planning and delivery for older adults. Background Report #2: Review of Existing Municipal Plans, Policies and Strategies This report presents an assessment of municipal plans, policies and strategies that are related to the preparation of the City of Vaughan Older Adult Recreation Strategy. Background Report #3: Profile of Current Municipal Approaches to Older Adult Recreation Service Planning and Delivery in York Region This report documents the results of an analysis of the current municipal approaches to recreation service planning and delivery to the older adult age group as well as current levels of service provision for each community in York Region (Aurora, East Gwillimbury, Georgina, King, Markham, Newmarket, Richmond Hill, and Whitchurch-Stouffville). LeisurePlan International Inc. Page 2

Background Report #4: Profile of Current Older Adult Recreation Service Provision in Vaughan This report contains a profile and assessment of the recreation programs, activities and services provided by the City (the Recreation Services Department and Vaughan Public Libraries), the municipally affiliated Older Adult Clubs, social service agencies, and seniors residences/nursing homes. The information was obtained through the conduct of a comprehensive survey (based on a questionnaire) of all older adult recreation service providers in the City of Vaughan. Background Report #5: Municipal Case Studies - The Planning and Provision of Municipal Recreation Services to the Older Adult Age Group This report presents the findings of a review of the planning and delivery of municipal recreation services to the older adult age group in five Ontario municipalities: Mississauga, Brampton, Oakville, Kitchener and Waterloo. These municipalities were selected based on a series of factors including: their population size, composition, and growth trends; their approach to the planning of recreation service delivery for the older adult age group; and to reflect a variety of approaches to the planning and delivery of municipal recreation services to the older adult age group. LeisurePlan International Inc. Page 3

SECTION A OLDER ADULT AGE GROUP DEMOGRAPHIC AND RECREATION SERVICE PROVISION TRENDS 1.0 PROFILE OF THE OLDER ADULT AGE GROUP The preparation of the Older Adult Strategy used the age group comprised of adults "55 years of age and older" to represent the older adult age group. The following presents a synopsis of the demographic profile of the older adult age group and recreation service planning and provision trends that are fundamental considerations that shape the context for the future planning and delivery of municipal recreation services to the older adult age group in Vaughan in general and the City of Vaughan Older Adult Recreation Strategy specifically (see Background Report #1). It is essential to ensure that the future planning and provision of municipal recreation services for the older adult population in Vaughan is fully informed by an understanding of the significant implications associated with the aging baby boom generation and how these are expected to result in significant changes to the magnitude and characteristics of demand for municipal recreation services for the older adult population in the near future. 1.1 Demographic Profile of the Older Adult Age Group 1.1.1 Vaughan's Older Adult Population The City's total population in 2011 was 288,300. This represented a 20.7% increase since 2006 or 49,435 additional residents. The City's population was estimated to be 317,889 in December 2014; an increase of 10.3% since 2011. In 2011 there were 63,725 residents 55 years of age and older in Vaughan representing 21.1% of the city s total population. The younger older age groups of 55-59 and 60-64 years of age comprised almost half of the total older adult age group in 2011 (Table 1). Table 1: Vaughan Population 55 years of Age and Older (2011) Age Group 2011 2011 % of City Population 55+ 55-59 16,665 26% 60-64 14,870 23% 65-69 9,685 15% 70-74 8,585 14% 75-79 6,320 10% 80-84 4,110 7% 85+ 3,490 6% Total 55+ 63,725 Total Pop. 288,300 Source: Statistics Canada 2011 (Rounded) LeisurePlan International Inc. Page 4

Females outnumbered males in the city s population aged 55 and over in 2011. 52% of the City s population aged 55 and over were females and 48% were males. Females outnumbered males in each of the age sub-groups within the City s population aged 55 and over and this was greatest in the older age sub-groups of 80-84 and 85+ (Table 2). Table 2: Gender Composition - Vaughan Population 55 Years of Age and Older (2011) Age Group 2011 Males Females Population 55-59 16,665 48% 52% 60-64 14,870 49% 51% 65-69 9,685 49% 51% 70-74 8,585 48% 52% 75-79 6,320 48% 52% 80-84 4,110 45% 55% 85+ 3,490 37% 63% Total 55+ 63,725 48% 52% Source: Statistics Canada 2011 Census The majority (74.3%) of Vaughan s population 55 years of age and older in 2011 were married, 15.2% were widowed, 4.4% were divorced, 2.4% were single never married, 1.9% were living in a common-law relationship, and 1.8% were separated. The marital status of Vaughan s population 55 years of age and older varied slightly based on age group with the most significant variation associated with the increase in the proportion that is widowed from 75 years of age and older. The majority of the City s population 55 years of age and older had knowledge of English in 2011. The language spoken most often at home among those 65 years of age and older was: English (46%), English and a non-official language (14%), and a non-official language (41%). Italian was the most common nonofficial language spoken at home among Vaughan older adults in 2011. In 2011, the majority of Vaughan s older adult population (71.9%) lived in single-detached homes, while only 10.1% lived in apartments that have five storeys or more. The proportion of each age group that lived in single detached homes decreased as age increased, the proportion of each age group that lived in an apartment building of 5 or more stories increased as age increased. 1.1.2 The Older Adult Age Group in the Future Regional planning policies project that the population of the City of Vaughan may increase 44% from 2011 to 2031 reaching a total of 416,600 by 2031. The portion of the city s population aged 50 years of age and older is projected to increase 87.7% during that period. It is estimated that there will be a net increase of 75,600 residents in the 50 years of age and older age group, with the age group 60 years of age and older experiencing the greatest rate of increase during that period (Table 3). LeisurePlan International Inc. Page 5

Table 3: Projected City Population Vaughan Year Total Population Aged 50+ 50-59 Years of Age 60+ Years of Age Population 2011 288,300 85,200 38,100 47,100 2021 360,400 125,400 52,000 73,400 2031 416,600 160,800 54,400 106,400 Increase 2011-2031 +218,300 +75,600 +16,300 +59,300 Source: Region of York Official Plan 2012 Source: Active Together Master Plan June 2013 Vaughan's urban structure may be characterized as a grouping of 7 existing and planned future communities. While age projections are not available of a "community" basis, previous planning research for recreation services (the Active Together Master Plan, June 2013) characterized each community based on age of residential development, population size, anticipated future growth patterns, age profile and cultural diversity of residents. Based on the assumptions of the Active Together Master Plan (2013) future demand for older adult recreation services may be greatest in the communities of Kleinburg/Nashville, Thornhill/Concord, and Woodbridge: Older Communities Kleinburg/Nashville: the Village of Kleinburg is one of the oldest communities in Vaughan with a relatively small population with a high proportion of older adults. The population of this community was 5,000 in 2011 and is projected to increase by 19,900 residents between 2011-2031 such that it may have a population of 24,900 by 2031. Thornhill/Concord: the most densely populated area of the city is the oldest community and its population is aging. 54% of its population was over the age of 40 in 2011. The area has a large Jewish population and is also ethnically diverse largely represented by Russian, Chinese, South Asian and Filipino descent. The population of this community was 66,200 in 2011 and is projected to increase by 18,500 residents between 2011-2031 such that it may have a population of 84,700 by 2031. Woodbridge: was the largest community in 2011, 52% of the population was over the age of 40 and it is anticipated that the aging trend will continue. The community has a large Italian population and is becoming more culturally diverse with an increasing number of South Asian residents. The population of this community was 78,100 in 2011 and is projected to increase by 1,000 residents between 2011-2031 such that it may have a population of 79,100 by 2031. Young Communities Carrville: is a new residential development area and is characterized as one of the youngest communities in Vaughan such that in 2011 63% of the population was under the age of 39. The population of this community was 43,800 in 2011 and is projected to increase by 22,000 residents between 2011-2031 such that it may have a population of 65,800 by 2031. Maple: has experienced rapid growth which has attracted many young families to the community. 55% of the population was under the age of 39 in 2011. The population of this LeisurePlan International Inc. Page 6

community was 59,500 in 2011 and is projected to increase by 15,800 residents between 2011-2031 such that it may have a population of 75,300 by 2031. Vellore: is experiencing significant growth, is a younger community with 64% of the population under the age of 39, and is also highly culturally diverse. The population of this community was 35,700 in 2011 and is projected to increase by 23,000 residents between 2011-2031 such that it may have a population of 58,700 by 2031. Vaughan Metropolitan Centre: currently has only a nominal population but is forecast to grow to 28,100 persons by 2031. 1.1.3 Additional Demographic Considerations (a) Region of York "A Profile of Baby Boomers and Seniors in York Region (January 2014) The Region of York prepared a report that examined the impact of the aging of the regional population "A Profile of Baby Boomers and Seniors in York Region (January 2014). A number of the report's findings are helpful in developing an understanding of the challenges associated with an increasing older adult population in general including: York Region s population is aging; the senior population is growing much faster than any other age group and over the next 20 years will increasingly make up a larger share of its total population. The proportions of baby boomers and seniors in York Region who are employed or looking for work are slightly higher than those of Ontario and Canada and the labour force participation rates were higher for baby boomers (79.3%) than seniors (15.7%). Although increasing proportions of older adults (aged 55 and over) are staying in the labour market longer and postponing their retirement, the trend is more pronounced among older adults in York Region than for those in Ontario and Canada. Compared to older adults (aged 55 and older) in Canada and Ontario, their counterparts in York Region are more likely to be employed. In 2012, 42.7% of older adults in York Region were employed, compared to 34.7% in Canada and 35.4% in Ontario. Seniors in York Region have significantly lower median individual total incomes compared to those in Ontario and Canada. Median individual total incomes in 2010 were lower for seniors in the southern part of the Region (Markham, Vaughan and Richmond Hill) than for Aurora, King and Whitchurch-Stouffville. Older seniors (aged 75 and over) in York Region had a higher rate of low income at 14% compared to younger seniors (aged 65 to 74) at 11%. (b) Vaughan's Older Adult Population Compared To National, Provincial and Regional Older Adult Populations The percentage of Vaughan s total population that was 55 years of age and older (22.1%) in 2011 was slightly less than that of the populations of Canada (27.9%), Ontario (27.3%) and the Region of York (23.8%) (Table 4). The percentage of Vaughan s population 55 years of age and older in each age group was generally similar to the age composition of the population 55 years of age and older for Canada, Ontario and the Region of York (Table 4). LeisurePlan International Inc. Page 7

Table 4: Age Profile of Population 55 Years of Age and Older (2011) Age Group Vaughan Canada Ontario Region Of York 55-59 26.2% 25.1% 24.6% 27.5% 60-64 23.3% 22% 21.8% 23.4% 65-69 15.2% 16.3% 16.0% 15.5% 70-74 13.5% 12.3% 12.6% 12.3% 75-79 9.9% 9.9% 10.2% 9.3% 80-84 6.5% 7.5% 7.7% 6.5% 85+ 5.5% 6.9% 7.02% 5.5% % of Total Population 55 Years of Age and Older 22.1% 27.9% 27.3% 23.8% Source: Statistics Canada 2011 Census Vaughan had the smallest percentage of total city population comprised of adults 55 years of age and older among the York Region municipalities (22.1%). King Township had the largest (28.2%). The percentage of total municipal population in each age sub group within the population 55 years of age and older was generally similar among the municipalities of York Region in 2011. The percentage of each municipalities older adult population (55 years of age and older) in each of the age sub-groups within the older adult age group was generally similar (Table 5). Table 5: York Region Municipalities: Population 55 Years of Age and Older (2011) Age Group Vaughan Markham Richmond Hill Newmarket Aurora Georgina East Gwillimbury King Whitchurch Stouffville Region 55-59 26% 28% 28% 29% 30% 28% 30% 26% 24% 28% 60-64 23% 24% 24% 22% 22% 22% 24% 22% 23% 23% 65-69 15% 16% 15% 15% 14% 16% 17% 16% 17% 16% 70-74 14% 12% 12% 11% 11% 12% 11% 13% 13% 12% 75-79 10% 9% 9% 9% 9% 10% 8% 10% 11% 9% 80-84 7% 6% 7% 7% 7% 7% 6% 7% 7% 7% 85+ 6% 5% 5% 7% 8% 6% 3% 5% 7% 6% Total 63,725 77,225 43,010 18,225 11,795 10,670 5,905 5,620 9,875 246,100 55+ % of Total Pop. 22% 26% 23% 23% 22% 25% 26% 28% 26% 24% Source: Statistics Canada 2011 Census (Rounded) 1.1.4 Implications of Demographic Trends The main implications of the demographic trends associated with the older adult age group to the planning and provision of municipal recreation services in general and the Older Adult Recreation Strategy are: Demand for municipal recreation services for the older adult age group may increase significantly during the next 5 years and continue to increase to the year 2031. There may be an increase of more than 40,000 older adults in the city's population by 2021. In the order of 65% of this increase will be among older adult residents 60 years of age and older. LeisurePlan International Inc. Page 8

Plans for the delivery of future municipal recreation services must ensure adequate service capacity to accommodate a significant increase in the number of potential participants in the short (next 5 years to 2021), medium (2026), and long term (2031) future. The number of potential older adult participants may more than double during the time period 2015-2031 which will have a significant impact on demand for municipal recreation services. The aging baby boomer generation will be the driver of projected increase in demand for services. The baby boom generation was aged between 50-69 in 2015 and by 2031, all baby boomers will have reached 65 years of age. In Vaughan this generation totaled 77,494 residents representing 26.9% of the City s total population in 2011 (Table 6). Table 6: Vaughan Baby Boom Population 2011 Age Group 2011 Population % Of Total City Population 2011 46-49 years of age 14,809 5.1% 50+54 years of age 21,475 7.4% 55-59 years of age 16,670 5.9% 60-64 years of age 14,860 5.2% 65-69 years of age 9,680 3.4% Total Baby Boom Age Segment 77,494 26.9% Total City Population 288,300 Source: Statistics Canada 2011 Census As this generation ages over the next 15 years, they will have the most significant impact to the older adult age population segment and demand for municipal recreation services in Vaughan. As a result, it will be essential that recreation service planning and provision reflects and accounts for this generation's unique characteristics, behaviours and interests, particularly as research has shown that they represent a very different demographic group compared to previous generations of older adults/seniors. Demand for municipal recreation services for the older adult age group may be greatest in the communities of Kleinburg/Nashville, Thornhill/Concord, and Woodbridge. This suggests that the existing municipal community facilities in these communities may experience a significant increase in demand for use from among residents in the older adult age group. The historical dominance of those of Italian descent will transition to reflect a wider variety and diversity of cultural backgrounds. This emphasizes the importance of ensuring that municipal recreation services and information concerning opportunities to participate are promoted in a manner to encourage participation from residents who may have limited English language proficiency. 1.2 Trends Associated With the Planning and Delivery of Municipal Recreation Services to the Older Adult Age Group The following summarizes trends, changes and issues associated with the planning and delivery of municipal recreation older adult services. This information was developed through a review of LeisurePlan International Inc. Page 9

secondary research as well as a review of comparable Ontario municipal jurisdictions conducted as part of the preparation of the Older Adult Recreation Strategy. Significant Variations Among Demographic Segments Within the Older Adult Age Group The term older adults is currently commonly used to refer to the age group comprised of the population 55 years of age and older. The term older adult has become more widely used in recent years as a result of the demographic impact of the aging of the "baby boom" generation on the traditional senior aged population. The most significant trend in the planning and provision of municipal recreation services for the older age group is the recognition that one size does not fit all, as it is commonly understood that the older adult age group does not represent a homogenous group, and there are significant variations among those aged 55-64, 65-74, 75-84, and 85 and older. Generational changes have resulted in significant variations in the interests, values and behavior of younger older adult age groups (the baby boom generation) compared to traditional seniors. Those just entering this age cohort are more interested in maintaining an active lifestyle and are not necessarily interested in joining a senior centre. Many older adult participants continue to register in adult programs and services. There is however a need to socialize and connect with people within their own age range where common interests are the basis of forming new relationships. At the same time those in the older age groups continue to seek opportunities for social interaction and participation in mostly passive activities. It is common practice in the field of population study to examine groupings or segments (such as generations ) within the population to assist in analysis and research. In general, a generation is a group of individuals who are the same age (based on the year in which a group of individuals is born). "Generations" among the older adult age group (the population 55 years of age and older) include: Generation 1918 and before : This generation was 97 years of age and older in 2015. This generation totaled 420 residents In Vaughan in 2011 representing 0.1% of the City s total population. World War II Generation : This generation includes people born between 1941 and 1945, making them 70-74 years of age in 2015. This generation totaled 9,195 residents in Vaughan in 2011 representing 3.2% of the City s total population. The baby boomer (1946 to 1965) generation: In Canada the baby boom period is assumed to be the 20 years from 1945/1946 to 1964/1965. These people were aged between 50-69 in 2015. This generation totaled 77,494 residents in Vaughan in 2011 representing 26.9% of the City s total population. Parents of baby boomers (1919 to 1940): The parents of baby boomers" generation is defined as all individuals born during the 22-year inter-war period between 1919 and 1940. These people were aged between 75 and 96 in 2015. This generation totaled 20,640 residents in Vaughan in 2011 representing 7.2% of the City s total population. LeisurePlan International Inc. Page 10

Demographic research has identified that of all the generations within the older adult age group, the "baby boomer" generation will have the greatest impact on the future planning and delivery of municipal recreation services largely associated with the size of this age cohort and the fact that their interests, opinions, lifestyles and behaviours will result in a "new type of older adult". A comprehensive understanding of their values and behavior will be essential to the effective planning and delivery of municipal recreation services to the older adult age group in the future. It is anticipated that the current range of leisure interests and participation patterns of the traditional older adult age group (seniors) will gradually change over the next decade as their participation patterns are replaced by those associated with the baby boom generation. The following presents a summary of some of the more important considerations of this generation s characteristics, values and behavior which may influence their participation in recreation programs and activities as they enter the older age group of the population: The baby boom generation has been characterized as having different life experiences than preceding generations including: being more highly educated, having longer post retirement life expectancy, will spend more years in good health, and likely will have more personal wealth. They also place high personal value on being different than previous generations. Baby boomers will reinvent what being a 65 year old means. Baby boomers see retirement as a transition, not a termination. Many baby boomers plan to continue to work at least part-time; some will work mainly for interest and enjoyment. Baby boomers do not associate age with disease and disability. But they do not take their health for granted and, for them, wellness is very important. The majority of today's baby boom generation believe they can partly control how they age, primarily through physical activity. Secondary methods to control aging include nutrition, watching one's weight and maintaining a positive attitude. This generation wants fitness activities, recreational resources, and information about preventative health care and healthy living. But for this very same reason, baby boomers tend to be in denial about and generally are not planning for the reality that in their latter years they may experience disability and chronic disease. Recent research has indicated that marketing to a person s actual age rather than to his/her cognitive age may be an issue for engaging the aging baby boom generation. People generally age at different rates, and do not always look or act their age. Boomers typically respond that they feel 10 years younger than their chronological age and as a result this is not likely to be a generation that seeks out, at least in the short run, the institutions and services that have served their parents. Terms like senior centres and old age homes are becoming obsolete and are being replaced with terms like intergenerational centres and asset-based aging. Baby boomers do not seem to identify with the label Seniors and research has shown that a significant proportion of this generation is averse to such terminology. This is not to say that this group will not need or desire many of the services currently offered to seniors in the future. However it is anticipated that they will prefer to mix with younger adults based on similar interests and participate in recreational activities based on their ability rather than age. Investigating alternative models of recreation class type, organization, and marketing may be critical to bringing in current non-participants. It will be critical to introduce baby boomers to recreation programs and activities and recreation facilities through creative means, perhaps even through the advertisement of age-appropriate LeisurePlan International Inc. Page 11

courses and offerings. Additional branding and marketing and/or strategies for engaging baby boomers in specific programming may be required to get non-identifiers to engage with older adult activities. As a cohort, baby boomers are more resistant to absolute propositions. The implication of this is that public recreation agencies need to present information on services and products in a qualified, even differential manner. They are more sensitive to metaphorical meanings, nuances and subtleties. A key consideration will be to emphasize values that transcend the generic value of a service or product and expand its perceived attractiveness. The baby boom generation is more sensitive to narrative-styled presentations of information, and less responsive to information presented in an expository style. The implication of this is that public recreation agencies should make greater use of story-telling techniques to convey information to baby boomers. Their perceptions are more holistic. In response, marketing strategies should focus on projecting an interest in the whole person and not just a facet that might need a particular product or service. Social networking opportunities for older adults appear to be increasing in popularity and there are a number of social networking websites being developed to encourage specific age segments of the older adult age group to engage in local recreational activities organized around common interest or themes. Most baby boomers have indicated they prefer to receive information electronically, either by email or via an internet webpage. These trends demonstrate the importance of informing the types and methods of municipal recreation program and service delivery models/methods in a manner to reflect these differences (interests, needs, lifestyle, behaviors and personal concerns) by segmenting the older adult age group into sub-groups based on age, lifestyle and psychographic characteristics. Currently there are a wide variety of approaches to this at the municipal level but the common element is the distinction between the "baby boom" generation and those in the older age groups often referred to as the "traditional" seniors: The 55-59 and 60-64 age groups. This group is more likely to be in the workforce and have more time commitments than the other older age groups. They are likely to be more active participants in recreational activities often in activities similar to those they participated in when younger. This group places a high degree of importance on fitness, healthy lifestyles, active pursuits, traveling, the arts, active living, and entertainment. Their social networks are extensive and typically they are leading independent lives. The 65-69 and 70-74 age groups. Although their physical ability may have declined slightly, this group is more likely to be active participants in recreational activities similar to the 55-59 and 60-64 age groups. Their social networks are extensive and typically they are leading independent lives. The 75-79 and 80-84 age groups. This group includes both active and passive recreational participants although mobility and chronic health issues are increasingly prevalent and are impacting their ability to participate in their desired recreation activities. The 85-90 and 90+ age groups. This group often has limited mobility and health issues; however they still desire social interaction and participate in passive and less rigorous recreational activities. They place a personal focus on socialization and supporting their local community. Their social networks are primarily with likeminded people of similar age. LeisurePlan International Inc. Page 12

Older Adult Recreation Program and Activity Participation Trends Social trends research has consistently concluded that the older adult of today and the near future (specifically those among the baby boom generation) will have different recreational interests compared to traditional seniors of the past and these interests will change and evolve as the individual passes through the various phases of older age. The most important trends associated with changes in recreation program and activity participation projected for the future among the older adult age group are: The baby boom generation is participating in active pursuits (particularly exercise and fitness and outdoor sports) longer into their older years than did the previous generation of seniors. With more age appropriate service offerings and fitness classes geared toward this age group, such as water aerobics, yoga, Pilates, low impact exercise and sport, meditation, relaxation and wellness classes, it is anticipated that a greater number of baby boomers will participate in fitness activities as older adults than previous generations. This group is expecting higher quality community recreation services that incorporate healthy living, wellness and active living. Many baby boomers have a greater desire for novelty, escape, and authentic experiences than previous cohorts of older adults and as such are willing participants in new and adventurous forms of leisure and are opting for more physically challenging experiences. For those in the younger older adult age cohorts, recreation trends will shift away from games and activities that baby boomers associate with being "old" such as bingo, bridge, and shuffleboard. Many baby boomers have attained higher levels of formal education (as well as income levels) than previous cohort groups, and now have the time to enrich their lives through the gaining of knowledge so as to satisfy their needs for self-expression, creativity, and internal growth. This is expected to result in an increase in participation in cultural, educational and learning activities. Cultural and education programs and activities such as attending theatre, museums, art galleries, historic sites, art and artistic programs, language classes, instructional (acting, painting, sculpture, photography, etc.) and educational classes (architecture, heritage, art, history, politics, etc.) are expected to be popular leisure activities for this age group in the future. New types of clubs are increasing in popularity with a focus on individual interests such as trips, trekking and hiking, wine clubs, and book clubs. At the same time many traditional service clubs are experiencing declining membership and interest. Older adults from among the baby boom generation want to understand more about emerging technology. Entry level and progressive instruction around these technologies is of interest to this group of older adults. Canadian baby boomers are nearly twice as likely to use the internet compared to seniors. LeisurePlan International Inc. Page 13

There is heightened interest in environmental activities and learning, including an interest in learning about local flora and fauna particularly among the population 55 years of age and older. Activities that are increasingly popular among this age group include environmental and outdoor experiences such as birding, hiking, scenic walks, nature trails, nature appreciation and interpretation, and environmental learning. Older adults are also investing more in their individual environments as gardening and home landscaping grow in popularity. Demand among the older adult age group for program and facility use during typical prime time hours (on evenings and weekends) will increase. Baby boomers tend to work into their late sixties (or beyond), and indicate a desire for programming after work (weekday evenings), or on weekend days. It is expected that older adults may increasingly prefer a drop-in approach to participation in activities. This may result in a programming shift away from traditional registered, scheduled recreation activities towards programs based on a shorter duration and activities that are more informal, casual and self-scheduled. Older adult recreational programming will need to include a range of programs and activities at various skill levels that not only reflect physical ability but also the great range and variety of interests. This means that there must be variety and flexibility in planning and delivering recreation services, programs and activities to this age group in the future. There are indications that as baby boomers seek to remain productive in their retirement years they may turn to volunteering and civic engagement although there is concern that as they reach retirement, this group as a whole may not volunteer to the same extent or in the same manner as past generations, and may have different volunteer interests. Today s older adult baby boomer volunteers are more goal-oriented, autonomous, tech-savvy and mobile than previous generations. The challenge will be to offer volunteer work that gives them new experiences, the opportunity to work independently, of having a sense of ownership and responsibility, and many choices. As a result there is significant research directed to formulating strategies to specifically target, promote and retain baby boomers aged 55 and older as volunteers. There is a significant desire among the "baby boomers" to be engaged in community and social activities, activities that build, promote and support a strong sense of community and social connection. For both baby boomers and seniors, contributing to the community is the primary motivation for volunteering. Almost all baby boomer and senior volunteers report making a contribution to the community as their reason for volunteering. Barriers to Recreation Participation for Older Adults The barriers that inhibit participation in recreation programs and activities for older adults vary based on the age group of the older adult, and many are similar to those experienced by all age groups. However compared to those of a younger age the most common barriers confronting potential participants in the older adult age group include: Physical accessibility, which can include a lack of transportation or a physical barrier to accessing a facility LeisurePlan International Inc. Page 14

Safety concerns, including fear of injury and a lack of a safe place to be active Lack of available or accessible information on programs and services particularly for those older adults that have limited capacity in English Lack of physical and emotional support from family or friends Social isolation, lack of a friend or partner to participate with Lack of motivation Cost Some barriers to participation in recreation services experienced historically by senior aged residents (such as physical inaccessibility, lack of transportation, safety concerns, fear of injury and falls, language, lack of information concerning programs that are available, etc.) continue to limit the ability of some older adults to engage in recreational pursuits. As a result ensuring that facilities, parks, programs and activities are accessible by various modes of transportation and are physically accessible is a primary concern. It is also essential to understand the impact on recreation participation that is associated with diminishing mobility and the increase in chronic diseases associated with aging. Chronic health conditions are widespread among seniors, with four out of five seniors residing at home having a chronic health condition of some kind. 1 Many seniors also have a disability or activity restriction that requires them to seek assistance with various activities. Limitations increase sharply after 85, with mobility, sight, hearing and cognition becoming more restricted. 2 As people age and chronic disease conditions increase, they will seek to remain active while managing injuries and conditions. Provision and promotion of physically accessible parks and recreation facilities will be of primary importance as despite living longer, the next generation of older adults will still experience declining mobility as they age. It is important for those in the older age groups to remain active in social networks, as this fosters a sense of belonging and connectedness, and is associated with better health and quality of life outcomes. 3 Older adults who are socially involved are less isolated and tend to have more close friends which in turn can diminish barriers to participation associated with lack of physical and emotional support, lack of motivation, or low self worth. Involvement in groups and organizations such as social clubs, service clubs, recreation groups, sports leagues and religious organizations as well as volunteering represent meaningful opportunities for social engagement for the older adult age group. As the populations of Ontario, York Region and Vaughan become increasingly ethno-culturally diverse so will their aging populations. There is a need to be sensitive to cultural preferences in developing appropriate recreation programs and activities combined with language training as lack of English language ability is often cited as the most significant barrier to their participation in recreation programs and activities and accessing municipal recreational services in general. Many ethno-cultural diverse cultures also have distinct approaches to seniors and the elderly. 1 2 3 Health Canada, Canada s Aging Population, p. 16. Turcotte, M., and G. Schellenberg, A Portrait of Seniors in Canada, p. 196. Fast, J., et al. Participation, Roles and Contributions of Seniors: A Report to Social Development Canada Knowledge and Research Directorate (2006). LeisurePlan International Inc. Page 15

New Municipal Service Financing Models for Recreation Service Provision to the Older Age Group Population aging trends will have an impact on municipal service financing. Municipal recreation services have been increasingly expected to generate operational revenue on a cost recovery basis. However there has been a long tradition in Ontario and throughout the other Canadian provinces of providing municipal recreation services to the senior aged population on a subsidized basis. The large increase in the numbers of older adults that is occurring and expected to magnify in the next decades as a consequence of the aging of the baby boom age cohort will place significant pressure on the capacity of municipalities to sustain the subsidy model. A general subsidy model based on age may not be sustainable in the future. As a result a number of non-profit community based organizations and municipalities are examining the pricing of recreation services to the older adult population in an effort to implement policy that places greater emphasis on one's ability to pay as opposed to a general, age based subsidy. The challenge of such policy changes is to maintain equity and fairness and to ensure that economically disadvantaged, lower income older adult households are not excluded while being sensitive to the perceived loss of a social benefit associated with being an older adult. However given the size of the potential older adult population and the fact that as a generation they are no longer the most economically disadvantaged suggests changes in the pricing of municipal recreation services to this age group will undergo considerable debate and evolution in the coming years. Increased Attention Placed on the Older Adult Public Policy Themes A number of public policy themes and specific issue focused initiatives have increased in popularity within the field of public service planning and delivery for the older adult age segment (at municipal, regional, provincial and national levels of government) including: Active aging/healthy aging and active communities: These policy initiatives are typically directed towards the objective of optimizing opportunities for individuals and population groups associated with health, participation and security in order to enhance the quality of life as people age. Recreation services have been identified as a critical service to addressing priorities in healthy aging such as social connectedness, physical activity and age friendly communities. Age-friendly cities and communities: Based on the success of the United Nations 2002 Policy Framework on Active Ageing, the World Health Organization undertook a project entitled Global Age-Friendly Cities in 2006. The purpose of the project was to identify environmental and social factors that contribute to active ageing (security, good health, socialization) in urban settings and to encourage global cities to become age-friendly. Eight key areas of community life in which communities can become more age-friendly were identified: - outdoor spaces and buildings - transportation - housing - social participation - respect and social inclusion - civic participation and employment LeisurePlan International Inc. Page 16

- communication and information - community support and health services In an age-friendly community, the policies, services and structures related to the physical and social environment are designed to recognize the great diversity among older persons, promote their inclusion and contribution in all areas of community life, respect their decisions and lifestyle choices, and anticipate and respond flexibly to aging-related needs and preferences. Recreation Facility Design to Respond to Changing Older Adult Demographics Municipal infrastructure requirements will change, as demand for specific types of indoor and outdoor recreation facilities will increase with the significant increase in the number of older adult participants. Infrastructure planning and design will focus increasing attention on the issue of physical accessibility and age appropriate design. Throughout Ontario and to a similar degree in other provinces a number of senior citizen centres were established during the 1960s to serve senior and elderly residents and accommodate their participation in community, recreational and social programs and activities. Senior centres were primarily designed as community rather than recreation facilities, centered on multi-purpose rooms and social spaces that could accommodate a variety of activities including community and family gatherings, card games, shuffleboard, carpet bowling, lunch rooms and bingo. The senior programs accommodated in these multi-purpose spaces were often supported by other more specific single purpose spaces such as arts and crafts rooms (both wet and dry), billiards rooms and lounges reflecting seniors' tendency toward group activities. Beginning in the mid-1990s, when the term "older adult" first came into popular use as an alternative for "senior" or "elderly," the implications associated with the approaching retirement of baby boomers (the first generation of older adults to have embraced physical fitness throughout their lives) would result in a rethinking of the planning and design of senior centres. One of the most significant implications to facility planning and design was the incorporation of dedicated senior focused components in multi-purpose community recreation facilities and the expansion of existing senior centres to include fitness centres. During the past 15 years, many communities have built multi-purpose, multi-generational community recreation centres. The design of these facilities has evolved to focus on large facility complexes designed to be welcoming environments for multiple generations and types of users. Integrating senior programming into these types of multi-purpose facilities has become commonplace; integrating facility spaces has not. The types of municipal recreation facilities developed to accommodate older adult recreation programs and activities varies significantly among municipalities in Ontario, reflecting historical practices as well as the range of municipal recreation program and activity provision models. LeisurePlan International Inc. Page 17